“The modern campaign starts where ever it makes the most sense to start based on the people you’re trying to connect with and the behaviors of theirs you wish to influence. It then goes where the ensuing reaction from said people takes it. It’s about the brand playing a bit of idea volleyball with culture. One inspires the other and a “conversation” of sorts naturally happens.”

Technology as an enabler. Rather than running the campaign through a service like FourSquare, which remains inaccessible to many, the campaign utilized technology that any player could access. Technology enabled more participation instead of limiting it.